弗洛伊德精神分析学原理对现代广告的影响.doc

毕业设计(论文)
论文题目弗洛伊德精神分析学原理对现代广告的影响
学生姓名
学生学号
专业班级
指导老师
2010 年 5 月
摘要
广告创意首先必须符合各类目标所必须遵循的心理法则或规律,弗洛伊德的精神分析理论作为该理论的精髓,为现代广告活动的成功开展提供了理论基础。该理论有无意识理论、人格结构理论、泛性论及精神病理学理化,是阐述人的精神活动,包括欲望、冲动、思维,幻想、判断、决定、情感等等、会在不同的意识层次里发生和进行。本文浅议了精神分析学主要理论与广告案例:泛性论;人格结构理论;精神区划分;梦境理论。同时也阐述了精神分析理论对现代广告活动的影响:传统广告传播模式的变革;后现代广告的兴起。最后介绍了精神分析学与其他学科的共同作用与广告活动的相互影响:精神分析学应用于广告效果测评——FMRI技术;广告文化作用于受众病态心理的精神分析。
关键词:广告;弗洛伊德;精神分析;潜意思;性
ABSTRACT
First and foremost Ad creative must be in conformity with the various objectives that must be followed by the psychological principles or rules of Freud's psychoanalytic theory as the essence of the theory, the ess of modern advertising campaign launched to provide a theoretical theory of the unconscious theory, theory of personality structure, deal with the spirit of Pan chemical pathology, the human spirit is described, including desire, impulse, thought, fantasy, judgments, decisions, emotions, etc., will occur in a different level of consciousnessand paper the main theories of psychoanalysis and Advertising Case Studies: Pan-sexual theory; personality structure theory; the spirit of zoning; dream illuminate the psychoanalytic theory of the impact of modern advertising campaign: changes in transmission patterns of traditional advertising; after the rise of modern , the spirit of learning and interaction with other disciplines, the interaction between advertising: psychoanalysis applied to advertising effectiveness measurement - FMRI technology; ads Culture on the spirit of morbid psychology of the audience.
Keywords: advertising; Freud; psychoanalysis; unconscious mind; sex
目录
1序论 1
研究的背景和意义 1
国内外研究现状述评 1
研究的主要思路 3
2 精神分析学主要理论与典型案例 3
精神分析理论概要 3
泛性论 3
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